Breaking news: Colors becomes 'Aapka Colors' in the US

Viacom18 has announced the launch of its flagship channel Colors, in the United States. The channel will be known as 'Aapka Colors'. Distributed through the Dish Network, Aapka Colors aims to entertain the South Asian community residing in the U.S. with its blend of entertainment through scripted series, reality shows, game shows and Bollywood films.

Introducing the channel and its key shows and characters to the Hindi speaking diaspora in the US, will be the channel's brand ambassador Amitabh Bachchan.

Speaking about the launch, Haresh Chawla, Group CEO Viacom18 and Network18, said, “Over the last 18 months, Colors has risen to become the no. 1 rated general entertainment channel in India. The launch of Aapka Colors in the U.S. is part of Viacom18’s aggressive growth plans to extend this successful franchise of our flagship brand outside India.” 

Said Rajesh Kamat, Group COO – Viacom18 and CEO – Aapka Colors, “Our unique concepts and fresh approach to programming has made our shows and characters, household names in India. Given that and Dish’s robust distribution, I’ve no doubts that we’ll replicate our success in the US market as well.”

Kamat further added, “One of our key strategies for this market is that there will be no lag in the telecast of episodes versus India thus ensuring that the viewers in this market are always up to speed with all of our key shows.”

Added Chris Kuelling, vice president of international programming for Dish Network, “With the addition of Aapka Colors to our platform of high value Hindi channels, our viewers are assured of watching all the top rated TV programs from India. Dish Network has led international programming innovation for the U.S. based South Asian community since 1998. The launch of Aapka Colors on Dish Network is another significant step in our evolution of providing market leading programming for the aware and connected Indian consumer in the United States.”

Commented Bhavneet Singh, Viacom18's board director, MD and executive vice president of MTV Networks International’s emerging markets group “India has always been a significant market for us and our continued investment and development of the Viacom18 portfolio really illustrates our long-term commitment to the Indian market. It’s extremely gratifying to see the kind of strides Viacom18 has made in that market over the last two years. As Viacom18 now expands its footprint to other territories, I am confident that the growth trend will continue.”

Said Bachchan, "Though my association with the Indian channel began recently with one of its most successful shows in recent times - Bigg Boss Season 3, I’ve been watching it for over a year. Now, by taking on the responsibility of being its brand ambassador, I feel honoured in being able to partner with a media channel that has been a conduit of social change while churning out excellent quality entertainment. I am sure, Aapka Colors, with its myriad hues of entertainment, will spread its magic in the United States as well, as it did in India."

Audiences will be able to watch shows such as Balika Vadhu, Uttaran, Naa Aana Iss Des Laado, National Bingo Night and Jai Shri Krishna during the week. The weekends on Aapka Colors will air blockbuster Bollywood films and format shows.

The channel is available in Dish Network’s Hindi Mega Pack and the Hindi Super Pack, both of which include all of the leading general entertainment channels from India. Viewers can watch Aapka Colors on Dish Network channel no. 651.